The right sensory mix: targeting consumer product development scientifically
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin
Springer
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | XIV, 146 S. Ill., 15 farb. Ill. 235 mm x 155 mm |
| ISBN: | 9783642120923 |
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Datensatz im Suchindex
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CONTENTS 1 INTRODUCTION 1 1.1 INTRODUCTION 1 1.2 WHY DO CUSTOMERS PREFER
A PRODUCT? THE COFFEE CASE 2 1.2.1 THE CULTURAL MYTH 2 1.2.2 BRAND
LEGITIMACY 3 1.2.3 TRIGGERING EMOTIONS 3 1.2.4 THE MARKET RESPONSE 4 1.3
CONSUMER INSIGHTS ARE ON THE TIP OF THE TONGUE 4 1.3.1 THE SECRETS OF
TASTE PERCEPTION 4 1.3.2 TASTING PANELS 6 1.3.3 RED BULL, THE EXTREME
TASTE 8 1.3.4 THE COKE ZERO PARADOX 9 1.3.5 WHY RUGBY MEN SHOULD DATE
NURSES 9 1.3.6 TASTE PROFILES: BUSINESS APPLICATIONS 10 1.4 SENSORS,
BODY, AND BRAIN 10 1.4.1 SENSES, AND MILLIONS OF SENSORS 10 1.4.2
STIMULUS AND RESPONSE 11 1.4.3 WHO'S THE BOSS? 12 1.4.4 SENSORY SCIENCE
AND PRODUCT DEVELOPMENT 12 1.5 GENERATING GROUNDBREAKING INSIGHTS 13
1.5.1 DEDUCTION, INDUCTION, AND RETRODUCTION 13 1.5.2 OBSERVING PERSONAS
VERSUS ASKING 14 1.5.3 INNOVATION FUNNEL OR INNOVATION MATRIX? 17 1.5.4
INSPIRATION FROM OTHER INDUSTRIES 20 1.6 TAKE-AWAYS 21 REFERENCES 21 2
DETECTING PROFITABLE MARKETS 23 2.1 INTRODUCTION 23 BIBLIOGRAFISCHE
INFORMATIONEN HTTP://D-NB.INFO/1000252086 DIGITALISIERT DURCH CONTENTS
2.2 WHAT MAKES A MARKET MORE ATTRACTIVE? THE SOUND SYSTEM CASE 23 2.2.1
PRODUCT SUPERIORITY 24 2.2.2 COMPETITIVE BENCHMARKING 24 2.2.3 CONSUMERS
BARRIERS AND MOTIVATIONS 25 2.2.4 THE VALLEY OF ILLUSION 25 2.3
AMPLIFYING CONSUMERS' LISTENING EXPERIENCE 26 2.3.1 THE SECRETS OF SOUND
PERCEPTION 26 2.3.2 DUTCH RAILWAYS (NS), MUSIC SOOTHES WAITING TRAVELERS
. 32 2.3.3 MUSIC PREFERENCES: ARE YOU POP OR CLASSICAL? 32 2.3.4 SHAZAM
MUSIC: YOU NAME IT! 36 2.3.5 AMPLIFIER PROFILES: BUSINESS APPLICATIONS
36 2.4 IMMUNE SYSTEM AND SENSORY PERCEPTION 37 2.4.1 THE TENTH SENSE:
THE SENSE OF DANGER 37 2.4.2 WHY WOULD SPOCK HATE YELLOW? 37 2.4.3 WHAT
IS THE DIFFERENCE BETWEEN A NERD? 38 2.4.4 SENSORY ALERT CODES AND
PRODUCT DESIGN 39 2.5 SPOTTING BUSINESS OPPORTUNITIES 41 2.5.1 CONSUMERS
VERSUS NON-CONSUMERS 41 2.5.2 MUST HAVE VERSUS NICE TO HAVE 44 2.5.3
SUBSTITUTION PRODUCTS AND MARKET ATTRACTIVENESS 44 2.5.4 OPPORTUNITY OR
FEASIBILITY STUDY? 45 2.6 TAKE-AWAYS 47 REFERENCES 47 PREDICTING
CONSUMERS' BEHAVIOR 49 3.1 INTRODUCTION 49 3.2 HOW WELL WILL A PRODUCT
SELL? THE DETERGENT CASE 49 3.2.1 THE PURCHASING INTENTION TRAP 49 3.2.2
A TENDENCY TO OVERPERFORM 50 3.2.3 IMPORTANCE OF THE SENSORY CONTEXT 50
3.2.4 THE ESSENCE OF A SUBSTITUTION PRODUCT 51 3. CONTENTS 3.5.2 SENSORS
AND SEGMENTATION 72 3.5.3 CONSUMERS ARE UNIQUE BUT PREDICTABLE! 72 3.5.4
HORMONAL QUOTIENT* (HQ) AND MULTISENSORY PERCEPTION 73 3.6 TAKE-AWAYS 74
REFERENCES 75 4 THE RIGHT SENSORY MIX 77 4.1 INTRODUCTION 77 4.2 WHAT
MAKES CONSUMERS SWITCH TO ANOTHER PRODUCT? THE HAIR CASE 77 4.2.1 THE
PRICE FAIRY TALE 78 4.2.2 UNMET REQUIREMENTS 78 4.2.3 BIRDS OF A FEATHER
FLOCK TOGETHER 79 4.2.4 THE PAINFUL TRUTH 79 4.3 ADDING A MAGIC TOUCH TO
CONSUMERS' EXPERIENCE 80 4.3.1 THE SECRETS OF TOUCH 80 4.3.2 DO
MOSQUITOS LIKE YOU? 86 4.3.3 LA FAVORITE, DIVANS FOR DIVAS 87 4.3.4
BLACKSOCKS.COM, WHEN SOCKS BECOME A LUXURY SERVICE . 87 4.3.5 TOUCH
PROFILES: BUSINESS APPLICATIONS 90 4.4 HEALTH, WELL-BEING, AND LIFESTYLE
90 4.4.1 PERCEPTION AND PURCHASE 90 4.4.2 AYURVEDA, THE SENSE OF
DIGESTION 91 4.4.3 THE RIGHT VIBES 92 4.4.4 BECOMING CONSUMERS' BFF 93
4.5 DESIGNING PRODUCTS: THE SENSORY PROFILES 94 4.5.1 IT IS ALL ABOUT
USER EXPERIENCE 94 4.5.2 MATCHING PRODUCTS AND PROFILES 97 4.5.3 CORE
VERSUS PERIPHERAL FEATURES 98 4.5.4 DESIGNING AND TESTING 99 4.6
TAKE-AWAYS 100 REFERENCES 100 5 INCREASING THE INNOVATION HIT RATE 103
5.1 INTRODUCTION 103 5. XIV CONTENTS 5.3.2 CARL ZEISS VISION: YOU WILL
NOT BELIEVE YOUR EYES! . 115 5.3.3 PUTTING THINGS INTO PERSPECTIVE?
115 5.3.4 VISION PROFILES: BUSINESS APPLICATIONS 118 5.3.5 BJOERN BORG,
THE WIMBLEDON OF FUNKY UNDERWEAR 120 5.3.6 HORMONAL QUOTIENT* (HQ) AND
FAVORITE COLOR 122 5.4 THE FUTURE OF NEUROSCIENCES 123 5.4.1 SCIENCE
VERSUS STATISTICS 123 5.4.2 BRAIN SPECIALIZATION AND DEVELOPMENT 123
5.4.3 THE BRAIN MAPPING FRENZY: FROM 'WHERE' TO 'WHY' . 124 5.4.4
DISEASE PREVENTION, VOCATION FINDER, DATING, AND MORE . 125 5.5 PLANNING
SUCCESS: THE INNOVATION ROADMAP 125 5.5.1 CRYSTAL BALL VERSUS CRYSTAL
CLEAR 125 5.5.2 THE EXPERT AND THE FOOL 126 5.5.3 'LEADERTIPS' TO
WINNING INNOVATION 128 5.5.4 HORMONAL QUOTIENT* (HQ), LEADERSHIP, AND
INNOVATION. 129 5.6 TAKE-AWAYS 135 REFERENCES 135 ABOUT THE AUTHOR 139
CONCLUSION 141 INDEX 143 |
| any_adam_object | 1 |
| author | Derval, Diana |
| author_facet | Derval, Diana |
| author_role | aut |
| author_sort | Derval, Diana |
| author_variant | d d dd |
| building | Verbundindex |
| bvnumber | BV036743384 |
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| dewey-full | 658.8343 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8343 |
| dewey-sort | 3658.8343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| isbn | 9783642120923 |
| language | English |
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| title | The right sensory mix targeting consumer product development scientifically |
| title_auth | The right sensory mix targeting consumer product development scientifically |
| title_exact_search | The right sensory mix targeting consumer product development scientifically |
| title_full | The right sensory mix targeting consumer product development scientifically Diana Derval |
| title_fullStr | The right sensory mix targeting consumer product development scientifically Diana Derval |
| title_full_unstemmed | The right sensory mix targeting consumer product development scientifically Diana Derval |
| title_short | The right sensory mix |
| title_sort | the right sensory mix targeting consumer product development scientifically |
| title_sub | targeting consumer product development scientifically |
| topic | Neuromarketing (DE-588)7601901-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Produktdifferenzierung (DE-588)4126360-1 gnd Sensorik Neurophysiologie (DE-588)4194931-6 gnd Produktinnovation (DE-588)4047346-6 gnd Produkteigenschaft (DE-588)4131706-3 gnd Wahrnehmung (DE-588)4064317-7 gnd Zielgruppe (DE-588)4117714-9 gnd Präferenz (DE-588)4121501-1 gnd Produktentwicklung (DE-588)4139402-1 gnd |
| topic_facet | Neuromarketing Verbraucherverhalten Produktdifferenzierung Sensorik Neurophysiologie Produktinnovation Produkteigenschaft Wahrnehmung Zielgruppe Präferenz Produktentwicklung |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=3427672&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020660813&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT dervaldiana therightsensorymixtargetingconsumerproductdevelopmentscientifically |